Which products work best in a squad?

By Tom Bogaert · Reviewed on

Products that are visible, usable and have something to say. The easier an athlete can integrate it into their actual training, the stronger the content.

In practice it works well for: sports nutrition and supplements, apparel and shoes, accessories, recovery gear, tech and wearables, safety gear, bike and running kit, and events or tickets. The common denominator isn't the category, but whether there's a real moment of use in it.

A gel you take during a long run, a jacket you put on in the rain, an event you travel to — an athlete builds a story around that naturally. A product nobody uses while moving produces content that stands still too.

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Related questions

Is Sunday Squad right for my brand?

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Yes, if an athlete genuinely uses, tests or experiences your product — nutrition, apparel, gear, recovery, tech, safety, events. Less of a fit if there's no use experience attached. The test: can someone take it into their training for a week and say something meaningful about it?

What if a sportfluencer doesn't post (on time)?

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We carry that risk. Curation up front, agreements in the briefing, follow-up during the posting window and back-ups from the same pool — plus an honest completion rate afterwards: how many of the 25 actually delivered.

How long does it take from briefing to a live collab?

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Count on four to six weeks from signed briefing to first posts: application window (1-3 weeks) → curation + squad review (5-7 working days) → shipping (a few days to a week) → posting window (2-3 weeks). Working toward a fixed date, we count back.

What if there are fewer than 25 applications?

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Then we don't just pad it out. An honest squad of 20 that genuinely fits is worth more than 25 with five dragged-in profiles. Two levers: parallel scouting to top up the pool, and honest course-correction (smaller, wider region, different timing) if it really can't be filled.

When should we not do a squad?

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Don't do it if you actually want perfect ad visuals, full script control or guaranteed short-term sales — then you want a media buy, not a squad. A squad works because it feels real, and that means letting go of some control.
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